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Lufthansa bins Russia World Cup ad it controversially shot in Kiev instead of Moscow

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By John McCarthy | Media editor

June 6, 2018 | 3 min read

With Ukraine and Russia in a territorial stand-off ahead of the World Cup, Lufthansa has struck up tension after it was revealed to have shot its ad for the tournament in Kiev instead of the host nation's Moscow.

Ukraine

Ukraine, Kiev, passing off as Russia

The tension between the countries saw a minimal Russian presence at the Champions League in Kiev in May, despite sponsor Gazprom supporting the tournament. Furthermore, the relationship between both nations his hit an all-time low after Russian president Vladimir Putin recently said there are “no conditions” that would see occupied Crimea returned to Ukraine.

The German airline apologised on Monday (4 June) for running the World Cup promotional video called Wie in Rio on social media. Viewers were quick to note it had been filmed in Russia neighbour Ukraine. The ad showed two enthusiastic German fans trying to make the most of their time in Moscow.

The airline issued a statement: “We sincerely regret and apologise for this that is why Lufthansa at the weekend already removed the video from all social media platforms.”

It added that the ad was shot in Kiev for “logistical reasons”.

The full work, from agency Kolle Rebbe Werbeagentur GmbH, can still be viewed on AdForum.

Advertising Sports Marketing Fifa World Cup

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